For Online Content Publishers, Third-Party Measurement is Imperative

If you’re a lover of video content, you’re more than likely quite happy with the myriad options that are available today at the mere touch of a button. And while traditional television viewing still accounts for the vast majority of TV viewing, subscription video on-demand (SVOD) penetration in the U.S. is now even with DVR penetration. So as consumers continue to seek out engaging content—and then watch it where and when they want—publishers of that content are becoming more interested in knowing more about them.

In a traditional viewing scenario, networks, content producers, marketers and brands are keen to learn about viewers because they’re interested in optimizing their media spending with regard to advertising. In the SVOD space, however, advertising isn’t typically part of the equation. That, however, doesn’t nullify the need for accurate third-party audience measurement. In fact, as Peter Naylor, Hulu’s senior vice president of ad sales, expressed to Megan Clarken, president of product leadership at Nielsen, at this year’s U.S. Consumer 360 event, measurement is imperative in today’s evolving ecosystem.

The good news for companies like Hulu is that Nielsen Digital Ad Ratings provides a comprehensive, next-day view of an ad’s online and mobile audience in a way that’s comparable to Nielsen TV ratings. That means publishers, advertisers and agencies get real-time info for a real-time landscape.